1
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Marketing to the Unconnected Generation
• Ask for Referrals
• Network at Chamber Events
• Drop-ins
• Harass Family Members...
23
24
Zero Moment of Truth
25
The Connected Generation chooses you...
!
...on their own time
!
...based on their own research and
!
...their own value s...
28
What Social Media Should I
Use?
30
31
32
33
34
35
36
37
38
39
} Specific
forms of
content
move
prospects
through
the various
stages of your
marketing
funnel
There
are
many
different
forms
of content
marketing
42
• Answered 100 Insurance Questions
– By video
– In two minutes of less
– Posted on YouTube
• Create a corresponding blog p...
Total Traffic - TMG
48
49
50
51
52
53
Good Video Content
• Answer Questions
• Interview Clients/Employees/COIs
• Discuss Relevant News
• Happy Birthday/Thank yo...
YouTube Video Structure
55
Courtesy of www.JamesWedmore.com
Where Do Videos Go?
• YouTube
• Website/Blog Posts
• Thank You Pages
• Landing Pages
• Email
• Social Media (i.e LinkedIn,...
57
58
including a video in an
introductory email increased
the click-through rate by
96%
59
including video in an
introductory email reduced
the number of subscriber
opt-outs by
75%
60
Quality?
61
62
63
Create Branded Images
64
Great Call-to-Action
Playlist Full of
Additional Resources
Google+ Rich SnippetsYouTube Rich Snippets
Tools, Resources & Equipment
• PicMonkey (Free)
• Canva (Free)
• iMovie/Screenflow/
Camtasia ($99)
• Lavaliere Mic ($19)
• ...
67
68
69
70
Larger
Images
Capture
Attention
71
Draw
Attention
to Your
Articles
with Proper
Formatting
72
73
Google Authorship
Up to 47% increase in click-through rate
75
76
77
78
79
80
81
82
83
84
85
• Agency Management System
• Mailchimp / Aweber
• Active Campaign
• Infusionsoft
• Astonish / Agency Revolution
Email Deli...
How often do we send?
87
- Seasonal
!
- Breaking
!
- Educational
!
- Auto-sequence
64%of people open an
email because of the Headline
88
Better Headlines
• Who else wants [blank]?
• The Secret of [blank]?
• Here is a method that is helping [blank] to [blank]
...
Better Headlines
• Here’s a quick way to [solve a problem]
• Now you can [something desirable] and [great
circumstance]
• ...
91
Better Headlines
Personalized subject lines
are 22.2%more likely
to be opened
92
including a video in an
introductory email increased
the click-through rate by
96%
93
including video in an
introductory email reduced
the number of subscriber
opt-outs by
75%
94
Email Best Practices
• Concise message
• Use video
• One column
• Minimize images
• Add call-to-action early
• Always incl...
Don’t Neglect Mobile
43%of all emails are
now being opened via a
mobile device.
97
98
Questions?
100
Social Media - 7 Steps to Grow Your Business
Social Media - 7 Steps to Grow Your Business
Social Media - 7 Steps to Grow Your Business
Social Media - 7 Steps to Grow Your Business
Social Media - 7 Steps to Grow Your Business
Social Media - 7 Steps to Grow Your Business
Social Media - 7 Steps to Grow Your Business
Social Media - 7 Steps to Grow Your Business
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Social Media - 7 Steps to Grow Your Business

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This is the slidedeck from a recent presentation to the Independent Insurance Agents of Rhode Island at their 2014 Annual Convention. The goal of the presentation was to help agents and agency owners better understand from both a conceptual and high-level tactical viewpoint the methodologies for successfully growing their business using social media.

Find more at http://www.ryanhanley.com/

Published in: Automotive, Marketing
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Social Media - 7 Steps to Grow Your Business

  1. 1. 1
  2. 2. 4
  3. 3. 5
  4. 4. 6
  5. 5. 7
  6. 6. 8
  7. 7. 9
  8. 8. 10
  9. 9. 11
  10. 10. 12
  11. 11. 13
  12. 12. 14
  13. 13. 15
  14. 14. 16
  15. 15. 17
  16. 16. 18
  17. 17. 19
  18. 18. 20
  19. 19. Marketing to the Unconnected Generation • Ask for Referrals • Network at Chamber Events • Drop-ins • Harass Family Members • Sponsor Charity Events • Yellow Pages • Billboards • Radio • Newspaper • Cold call
  20. 20. 23
  21. 21. 24
  22. 22. Zero Moment of Truth 25
  23. 23. The Connected Generation chooses you... ! ...on their own time ! ...based on their own research and ! ...their own value structure.
  24. 24. 28
  25. 25. What Social Media Should I Use?
  26. 26. 30
  27. 27. 31
  28. 28. 32
  29. 29. 33
  30. 30. 34
  31. 31. 35
  32. 32. 36
  33. 33. 37
  34. 34. 38
  35. 35. 39
  36. 36. } Specific forms of content move prospects through the various stages of your marketing funnel
  37. 37. There are many different forms of content marketing
  38. 38. 42
  39. 39. • Answered 100 Insurance Questions – By video – In two minutes of less – Posted on YouTube • Create a corresponding blog post – Embed YouTube video • Share on Twitter, Facebook, Google+, LinkedIN • Use email newsletter to accelerate sharing
  40. 40. Total Traffic - TMG 48
  41. 41. 49
  42. 42. 50
  43. 43. 51
  44. 44. 52
  45. 45. 53
  46. 46. Good Video Content • Answer Questions • Interview Clients/Employees/COIs • Discuss Relevant News • Happy Birthday/Thank you • Spotlight Charity • Funny/Entertaining
  47. 47. YouTube Video Structure 55 Courtesy of www.JamesWedmore.com
  48. 48. Where Do Videos Go? • YouTube • Website/Blog Posts • Thank You Pages • Landing Pages • Email • Social Media (i.e LinkedIn, Google+. etc) 56
  49. 49. 57
  50. 50. 58
  51. 51. including a video in an introductory email increased the click-through rate by 96% 59
  52. 52. including video in an introductory email reduced the number of subscriber opt-outs by 75% 60
  53. 53. Quality? 61
  54. 54. 62
  55. 55. 63 Create Branded Images
  56. 56. 64 Great Call-to-Action Playlist Full of Additional Resources
  57. 57. Google+ Rich SnippetsYouTube Rich Snippets
  58. 58. Tools, Resources & Equipment • PicMonkey (Free) • Canva (Free) • iMovie/Screenflow/ Camtasia ($99) • Lavaliere Mic ($19) • Softbox Lighting (Amazon $149)/Can Lights (Home Depot $60) • Tripod ($49) • Animoto ($197)/Fiverr ($5)
  59. 59. 67
  60. 60. 68
  61. 61. 69
  62. 62. 70 Larger Images Capture Attention
  63. 63. 71 Draw Attention to Your Articles with Proper Formatting
  64. 64. 72
  65. 65. 73
  66. 66. Google Authorship Up to 47% increase in click-through rate
  67. 67. 75
  68. 68. 76
  69. 69. 77
  70. 70. 78
  71. 71. 79
  72. 72. 80
  73. 73. 81
  74. 74. 82
  75. 75. 83
  76. 76. 84
  77. 77. 85
  78. 78. • Agency Management System • Mailchimp / Aweber • Active Campaign • Infusionsoft • Astonish / Agency Revolution Email Delivery Systems
  79. 79. How often do we send? 87 - Seasonal ! - Breaking ! - Educational ! - Auto-sequence
  80. 80. 64%of people open an email because of the Headline 88
  81. 81. Better Headlines • Who else wants [blank]? • The Secret of [blank]? • Here is a method that is helping [blank] to [blank] • Little known ways to [blank] • Get rid of [problem] once and for all
  82. 82. Better Headlines • Here’s a quick way to [solve a problem] • Now you can [something desirable] and [great circumstance] • [do something] like [world-class example] • Build a [blank] you can be proud of • What everyone ought to know about [blank]
  83. 83. 91 Better Headlines
  84. 84. Personalized subject lines are 22.2%more likely to be opened 92
  85. 85. including a video in an introductory email increased the click-through rate by 96% 93
  86. 86. including video in an introductory email reduced the number of subscriber opt-outs by 75% 94
  87. 87. Email Best Practices • Concise message • Use video • One column • Minimize images • Add call-to-action early • Always include contact information • Encourage social sharing • Include subscription link
  88. 88. Don’t Neglect Mobile
  89. 89. 43%of all emails are now being opened via a mobile device. 97
  90. 90. 98
  91. 91. Questions?
  92. 92. 100
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